Improve Digital, a European SSP (supply-side platform), has released "360 Automated Guaranteed," a product that aims to help publishers guarantee terms on a programmatic-direct basis with more detailed controls through deal IDs, according to a company release.
(See an explanation of deal IDs from OpenX here).
The company's site says the product will enable users to tap into additional programmatic budgets and trade high quality, high-priced formats programmatically (and guaranteed).
Swiss-based media and marketing company PubliGroupe acquired 85% of Improve Digital's shares in 2012. Founded in 2008, Improve Digital works with more than 80,000 advertisers and 250 publishers globally. The company is headquartered in Amsterdam, with offices in the U.K., Germany and Spain.